Iceland has unveiled a game-changing age limit rule offering a lifeline to those aged 60 and over amid the biting cost of living crisis. The supermarket giant is rolling out a wallet-friendly policy at the tills, gifting over-60s with a 10 percent markdown on their shopping bill.

The move will see all purchases at both Iceland and The Food Warehouse outlets every Tuesday - no strings attached in terms of spending limits.

To snag the deal, shoppers simply need to flash a valid form of ID, which could be anything from a Senior Bus Pass or Driver's Licence to a Senior Railcard or Freedom Pass.

Richard Walker, managing director at Iceland expressed his delight at the initiative's success: "We are so pleased with how well the over 60s discount has been received by the public and love hearing stories from customers who are benefiting from the discount."

Walker added: "The cost of living crisis continues to cause distress in the everyday lives of these customers and that's why we want to keep doing what we can to support them," reports Belfast Live.

And the statistics speak volumes; upon its May 2022 launch, the scheme magnetised over a third of patrons into Iceland or The Food Warehouse doors, with Birmingham Live reporting a whopping 150,000 plus golden-agers availed the inaugural discount.

Not content with just one act of goodwill, Iceland also extends its arm to those serving on the emergency front lines and holders of the coveted Blue Light Card. This select group can revel in a special online thank you in the shape of £3 off on shopping baskets totalling £60 and above.

To take advantage of this deal, shoppers must log into their Blue Light Card account, retrieve their unique code, and then apply it at the checkout on Iceland's website. Furthermore, Iceland offers a one-time discount for students through Student Beans, where qualifying customers can save £6 when they spend at least £45.

It comes as fellow supermarket chain Asda is giving customers a meal for just £1 across 205 of its UK stores.

The supermarket has brought back its ‘winter warmer’ meal deal for this winter to help support vulnerable customers during the colder months.

From now until the end of February, customers aged 60 and over can enjoy tomato, chicken or vegetable soup, a roll and unlimited tea and coffees for a mere £1 in any of Asda’s 205 cafes.

The £1 offer is available all day, every day, until February 28, 2025, and will run alongside the supermarket’s ‘Kids eat for £1’ deal. It means that grandparents can bring along their grandchildren and eat in Asda’s cafes for as little as £4 (two adults, two children).